Final: 24-9-2018

ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD

(Commonwealth MBA/MPA Program)

MARKETING MANAGEMENT (5565)

CHECKLIST

SEMESTER: AUTUMN 2018

This packet comprises the following material:-

1. Textbooks
2. Assignment No. 1, 2
3. Assignment Forms (two sets)
4. Course outlines

In this packet, if you find anything missing out of the above mentioned material, please
contact at the address given below:

Mailing Officer
Mailing Section, Block-28
Allama Iqbal Open University
Sector H-8, Islamabad
051-9057611-12
 ALLAMA IQBAL OPEN UNIVERSITY, ISLAMABAD
(Commonwealth of Learning Executive MBA/MPA Programme)
WARNING
1. PLAGIARISM OR HIRING OF GHOST WRITER(S) FOR SOLVING
THE ASSIGNMENT(S) WILL DEBAR THE STUDENT FROM AWARD
OF DEGREE/CERTIFICATE, IF FOUND AT ANY STAGE.
2. SUBMITTING ASSIGNMENT(S) BORROWED OR STOLEN FROM
OTHER(S) AS ONE’S OWN WILL BE PENALIZED AS DEFINED IN
“AIOU PLAGIARISM POLICY”.
Course: Marketing Management (5565) Semester: Autumn 2018
Level: Executive MBA/MPA Total Marks: 100
Pass Marks: 40
Instructions
a) All written assignment must be well organized, presented in an easy-to-read format,
and neat. If your handwriting is not legible, type or compose the written assignment.
Moreover, pay particularly close attention to grammar, spelling punctuation and
understandability. Communication is extremely important in this course.
b). Documentation is likewise very important. Un-supported statements or opinions are
worthless to the reader who desires to verify your finding. Complete and specific
documentation is mandatory. Also, your references should be to primary sources,
except in rare unusual situation.
c). Quoting should be kept to an absolute minimum.

ASSIGNMENT No. 1
Q. 1 Marketing management is the process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods and services in order to create,
exchange and satisfy individual and organizational objectives. How marketing of
services are different from goods? Discuss the differentiating characteristics of
services with examples. (20)
Q. 2 The buying behavior of consumers is influenced by a number of psychological factors.
Explain the factors that influence the consumer buying behavior. Also explain, how
consumer buying behavior is different from organizational buying behavior? (20)
Q. 3 Market positioning is critically important part of marketing strategy since it refers
to the consumer’s perception of a brand or product in relation to competing brands
or products. However, in some situations a marketer has to reposition its product?
Why? Explain in detail. (20)
Q. 4 A new product progresses through a sequence of stages from introduction to
growth, maturity, and decline which is known as the product life cycle. A marketer
has to understand various stages of life cycle because of its strong influence on
marketing strategy and the marketing mix. How would you suggest to a marketing
manager to manage declining stage? Explain the measure with examples. (20)

Q. 5 Marketing planning process is basically a set of steps that provide guideline about
how to market and sell the product in the market within a specific period of time.
Enlist and explain the various steps of marketing planning process. Which step you
think is most critical and why? Discuss with arguments. (20)
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 ASSIGNMENT No. 2
Total Marks: 100
Pass Marks: 40
1. This assignment is a research-oriented activity. You are required to develop a term
paper and submit to the tutor for evaluation prior to the final examination. The last
date of this assignment will be notified separately by our directorate of regional
services and the same will be communicated to you directly as well as through
approved study centers assigned to you.
2. You will have to participate in the activity fully, actively, and practically to be
eligible to sit in the final examination of the course. Please send one copy of this
assignment to COL MBA/MPA Programme, Block No. 11, Allama Iqbal Open
University, Sector H-8, Islamabad.
3. For the preparation of this assignment, you should first thoroughly review the
conceptual framework of the topic and develop a scholarly material of the same
giving references, quotations, and extracts of various scholars and experts. Then
visit any business/commercial organization and study the relevant practical aspects
there. Combining the theoretical and practical aspects, develop a comprehensive
paper consisting of at least 20 to 25 typed pages to be submitted to your tutor.
a) Introduction to the topic
b) Important sub-topics
c) Practical study of the organization with respect to the topic
d) Review of theoretical and practical situations, merits, de-merits deficiencies or
strengths of the organization with respect to the topic under study.
e) Conclusion and recommendation
f) Annex, if any
4. Prepare a copy of this assignment and submit to your tutor for your evaluation.
5. You should add any illustrative material/data/tables/analysis for effective submission.
6. If you fail to submit this assignment in the class, then you will not be able to sit in the
final examination conducted by AIOU.
7. A number of topics given below are the general aspects of the course and you are
required to select one of the topics according to the last digit of your roll number.
For example, if the roll number is N-9337241, you will select topic number 1, and
if the roll number is O-3427185 then you will select topic number 5 (the last digit).
0.Importance of Packaging and Labeling
1.Customer Relationship Management and E-business
2.Pricing Strategy for Industrial Products
3.Marketing Strategies during Declining Stage Product Life Cycle
4.Marketing Mix for Banking Products
5.Implications of Marketing Information System
6.Motivating Sales Staff for Door to Door Selling
7.Role of Time Series Analysis in Sales-Forecasting
8.Methods to Determine Effectiveness of Advertising
9.Supply Chain Management in Pakistan

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 MARKETING MANAGEMENT
Outline of Course (5565)

Unit 1: Overview of Marketing

 The nature of marketing
 Defining marketing
 Services marketing exchange process
 Defining services
 Classification of services
 The marketing process
 Exchange and marketing
 Marketing orientations
 The management tasks in marketing
 The marketing environment
 The composition and function of the marketing environment
 The market macro and micro environment
 The SWOT analysis
 Marketing information system
 The marketing information system
 The role of information in marketing decision-making
 Marketing research

Unit 2: Consumer behavior and Segmenting

 Factors influencing consumer buying behaviour
 The consumer decision-making process
 Difference between organisational and consumer buying behaviour
 Types of organisational buying decisions
 Market segmentation, targeting and positioning
 Market segmentation
 Market targeting
 Positioning and repositioning a product

Unit 3: Marketing Mix

 Product Decisions
 The product concept
 Classifying products and services
 Product decisions and developing new products
 The product life cycle
 Price decisions
 Pricing and its interaction with other marketing instruments
 Identify the pricing constraints

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  Pricing objectives
 Estimate demand supply and revenue of the product or service
 Determine the cost, volume and profit relationships
 Selecting an approximate price level
 Pricing as an art
 Distribution decisions
 Composition and functioning of the distribution channel
 Classification of the channel participants
 Types of distribution channels
 Factors affecting the selection of a distribution channel
 Physical distribution
 Managing, implanting and controlling the distribution channel
 Promotion decisions
 The communication process
 Integrated marketing communication
 Marketing communication planning
 The marketing communication plan
 Advertising and its types
 Above-the-line and below-the-line
 Steps in managing the advertising campaign
 The concept personal selling
 Types of salespeople
 Steps in the personal selling process
 The concept sales promotion
 Three types of sales
 The concept direct marketing
 Definition of direct marketing
 Benefits to the customers and the marketers
 Direct marketing methods
 The concept public relations and sponsorships
 Public relations activities
 The concept Publicity
 Negative and positive publicity

Unit 4: Marketing Process

 Marketing planning
 Strategic marketing management
 The marketing planning process
 Planning models
 Marketing implementation
 The importance of implementation
 Drivers of strategy implementation
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  Managerial processes
 Barriers to strategy implementation
 Marketing control and evaluation
 The nature of evaluation
 Steps in the evaluation and control process
 Evaluation/control techniques

Unit 5: e-Marketing and Service Industry

 E-commerce and cyber marketing
 Defining e-commerce
 Factors to consider in the e-commerce environment
 Drivers of the new economy
 Management perspective on e-commerce
 The meaning and environment of internet marketing
 Analyzing the internet market
 Internet strategy development and execution
 Internet marketing offering
 The internet and distribution
 Delivering the online customer experience
 Service marketing
 The services marketing exchange process
 Characteristics of service marketing
 The classification of services
 Elements of services
 Differentiating characteristics of services
 The communication mix
 The importance of the marketing plan in service marketing

Unit 6: Environmental Analysis

 Internal analysis
 Identifying strategic internal factors
 Characteristics of a good mission statement
 The resources of the organization
 The SWOT analysis
 Competitor analysis
 Reasons for performing competitor analysis
 Process of competitive analysis
 Customer analysis
 Customer motivations
 Competitive strategies
 Sustainable competitive advantage
 Differentiation strategy
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  Low-cost strategy
 Focus strategy
 Pre-emptive move
 Follower strategy
 The international environment
 The benefits of international marketing
 Challenges for international marketing
 International marketing vs domestic marketing
 The international environment
 The physical environment
 The economic environment
 The political environment
 The legal environment
 The socio-cultural environment
 The technological environment
 The international marketing mix
 International product decisions
 Export product policy

Unit 7: Image Building Features

 International packaging, branding and product service decisions
 The packaging component
 Brands and trademarks
 The servicing component
 International pricing decisions
 Export pricing policy
 Cost reduction strategies
 International distribution decisions
 Different forms of representation in international trade
 Licensing, franchising and contracting
 Factors influencing the investment decision
 Management contracts
 Foreign market channels
 Media publicity
 Personal selling
 Designing an appropriate marketing mix
 International marketing management
 The structure of the international marketing division
 The management process in international marketing
 A framework for an international marketing strategy
 The international marketing plan
 Elements of an international marketing plan
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Unit 8: Marketing in International Environment
 Importance of enterprises export
 Advantages and risks of exporting for the firm
 Developing an export strategy
 Assessing the company’s export readiness
 Developing an export plan
 Entering an export market
 Sales and distribution channels
 Understanding WTO and its functions

Unit 9: Customer Relationship Management

 Principles of CRM
 Capabilities for CRM
 Internal and external customers
 The important prerequisites for excellent customer service
 Technology to gain customer knowledge and insight
 Technology for building relationships
 The individual customer approach
 Building relationships
 Limitations of implementing relationship marketing
 Ingredients of a relationship
 Financial benefits of relationship loyalty
 Stages of relationship development
 Customer service and Service quality
 Dimensions of customer service
 Customer expectations of service
 The process of customer service
 Relationships and customer loyalty
 Managing the service culture
 Employees and internal marketing
 Building relationships with employees
 Planning CRM strategy
 The CRM planning process
 Developing a marketing plan
 Steps and components of strategic marketing plan
 Barriers to marketing planning
 Challenges during design and implementation phases

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AIOU–AS-593(18)/PPU–24-9-2018–200.